Museum of Ice Cream

While there are numerous museums and art installations in Singapore, there is a scarcity of immersive, interactive experiences that are specifically designed to evoke joy and nostalgia, centered around universally beloved themes like ice cream. Traditional museums often do not cater to the modern audience’s desire for interactive, visually engaging, and shareable experiences that align with social media culture.

As a branding agency, our solution was to incorporate Singapore's heritage and stories into an immersive experience that is focused on storytelling and nostalgia appeal, while keeping the branding and vision consistent with MOIC. This was our priority when we were creating a strategy to weave branding, user experience and emotion into one holistic end-product.

One highlight was the reimagining of Potong ice cream, a beloved local treat. We introduced classic flavors like durian and pulut hitam, complemented by a dedicated Potong-themed attraction featuring retro ice cream cart visuals and nostalgic melodies, evoking childhood memories of neighborhood vendors.

Another standout was the reinterpretation of Singapore’s iconic dragon playground. We transformed this national symbol into a pink centerpiece, seamlessly blending MOIC’s playful aesthetic with a beloved piece of Singapore’s history. Visitors could climb, play, and snap photos, reliving treasured childhood experiences while enjoying a modern twist.

The museum’s branding extended to subtle design details, incorporating Peranakan-inspired patterns, retro kopitiam-style typography, and interactive installations, such as a pastel HDB void deck reimagined through MOIC’s lens. Storytelling walls highlighted Singapore’s street ice cream vendors, celebrating the country’s grassroots culinary culture.

Exclusive events, like Potong-making workshops, further deepened the local connection, offering visitors immersive, culturally rich experiences.

Through this thoughtful blend of MOIC’s signature playfulness and Singapore’s heritage, MOIC SG became a space that resonated with locals and intrigued international visitors. It’s more than a museum—it’s a celebration of nostalgia and identity wrapped in a sweet, modern package.

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